Boost (chocolate bar)
|This article relies on references to primary sources. (June 2008)|
|Related brands||List of Cadbury products|
Boost is a brand of chocolate bar currently manufactured by Cadbury. The bar is sold in the United Kingdom and South Africa by Cadbury UK and in Australia and New Zealand by Cadbury Australia. Its wrapper says that it consists of milk chocolate with caramel, coconut and biscuit filling. The wrapper also states that Boost is "Charged with glucose."
Boost was launched in 1985 as a tough coconut and caramel bar, coated in chocolate. It was then relaunched in a further two variants: a peanut version with peanut butter (yellow wrapper) and a biscuit version. The coconut version is no longer available. The peanut variant is now called a Starbar. Starbar originally existed before peanut Boost but was taken off the market and rebranded. Then they changed their mind and rebranded it as Starbar again. The biscuit version is now the standard Boost bar. A further version was launched in the UK in 2002 with a green wrapper: this contained guarana; was marketed alongside the biscuit Boost; and advertised with the slogan "Boost Guarana: One Step Ahead". However, this was eventually discontinued amid concerns arising from the fact that guarana contains the stimulants caffeine, theobromine, and theophylline, and could lead to adverse mental and physiological affects including addiction and even fatal overdose. As a product marketed as a mainstream confection these concerns did not sit well with the risks to potentially vulnerable consumers such as children and expecting mothers.
In Ireland, Boost bars are known as Moro bars. A peanut Moro bar is part of the range. In 2007 there was a limited-edition coconut Moro on sale in Ireland.
The Boost bar has been released in New Zealand under the popular Moro brand as Moro Gold.
In 2009 the Boost packaging was redesigned and now includes the Cadbury name on the front. Also the Boost Duo was launched; two smaller Boost bars in one wrapper. 2013 saw Cadbury's elliptical device scrapped on the standard Boost bar, this was however replaced by a new triangular logo device.
In 2013, Boost Max Choc was introduced to Australia. The bar is coated in Cadbury chocolate and made of chewy chocolate caramel surrounding a mixed smooth chocolate and crispy chocolate biscuit centre. The bars are 58g each.
Following increased commodity prices and legislation from the Government the Boost bar in the United Kingdom was shrunk from 60g down to 48.5g in 2013.